Adidas – Hello TomorrowPosted: July 4, 2011
The Adidas ‘Hello Tomorrow’ TV ad is still resonating around the world after its launch in 2005. The ad was designed to provide an experience to associate with the newly developed Adidas_1 intelligent shoe, a running shoe with automatic adjustment using sensors. The ‘experience’ includes a visual effects-laden dream sequence supported by a haunting soundtrack sung by Karen O of the Yeah Yeah Yeahs.
The spot begins with the actor, David Douglas, waking up to find himself lying on his bed in an undefined space. His Adidas shoes float towards and onto his feet, the laces tying up automatically. The actor walks through the darkness, his way lit by automatic lighting. As he reaches a door, paper tumbles out – indicating a sense of height. Douglas leaps through the door, landing on a quiet city street. He runs down the centre line of the road, followed closely by what appears to be a tram. He leaps down into a new environment – a forest inhabited by a frothy mouthed bear.
Douglas plunges through into a new world – a suburban park. He lies down and puts his shoes into the air above him. A whole new running surface emerges. He navigates his way between the two pavements, finally breaking through into his own bedroom where he tumbles back into his bed to sleep. The super: “Wold’s First Intelligent Shoe. Impossible is Nothing.”
Agency: TBWA\CHIAT\DAY, San Francisco
Executive Creative Directors: Lee Clow, Chuck McBride
Creative Director: Joe Kayser
Art Director: Joe Kayser
Copywriter: Chuck McBride
Director: Spike Jonze
Production Company: MJZ-Los Angeles
Post-Production Company: Spot Welders, Los Angeles
Visual Effects Company: Sea Level, Los Angeles
Music: Composed by Squeak E. Clean and featuring Karen O of the Yeah Yeah Yeahs